The Power of Log-Level Data: The ANA’s Full Report on Programmatic Supply Chain Transparency

To address this challenge TAG TrustNet was launched by theamp160Trustworthy Accountability Groupamp160TAG in partnership withamp160Fiducia DLT to drive growth by connecting and matching impression LLD deterministically at scale It is the technology used to produce the ANA Programmatic Media Supply Chain Transparency Study Complete Report which was released December 5This landmark research examined the LLD of 21 major advertisers to understand the complete flow of their programmatic investments from media buy to siteside delivery to identify the key areas of threat and opportunity The single most comprehensive study of its kind the report reveals critical insights for advertisers in particular It found for example thatAn average of 29 of the programmatic investment that arrives at DSPs is spent on the buying process with 71 making it to the sellsideJust 36 of investment is spent on valid nonMFA made for advertising measurable and viewable impressions also known as amp8216TrueImpressionsamp8217Advertisers are missing out on a minimum 20 ad spend productivity increase by not having full loglevel transparency to be able to optimize to these kinds of impressionsThe report shows how the effort to extract the most value for advertisers publishers and consumers in programmatic advertising relies heavily on our ability to access and match data across the supply chain for every impressionIt revealed for example that data asymmetry is our most significant challenge amp8211 of the 67 ANA members that wanted to participate in the study just 21 were able to get access to impression LLD The TAG TrustNet LLD register has been set up to track those providers that enable their advertisers with this data and help drive greater transparency for brandsIt also found that the average number of websites on which campaigns ran was 44000 Advertisers must consider focusing on 75 to 100 trusted sellers to provide access to thousands of highquality websites without compromising control It is a similar picture for the number of supplyside partners 13 SSPs are used on average but the highest was 58 Five to seven SSPs are likely optimal and can provide access to close to 100 of the supplyThe research also revealed that more productive buys led to lower carbon emissions the longer and broader the supply chain the higher the carbon emissions Madeforadvertising sites which accounted for an average of 10 of brandsamp8217 programmatic buys generate 26 more carbon emissions than nonMFA inventoryPerhaps most important for a healthier programmatic ecosystem is the insight that advertisers must balance their pursuit of lowcost inventory with ad quality An average of 245 of total spend was on nonmeasurable or nonviewable impressions There might be good reasons for this but these issues must be fully understood before tradeoffs can sensibly be madeWhat unified access to reconciled LLD really does is return control over their investments to advertisers With a single accurate view of all their impression data brands can understand precisely where their money is going and how they are succeeding against their most important metrics whether ROI price vs quality brand safety sustainability or DEI legal compliance or any combination of all of the above Such control enables much greater value to be extracted from programmatic campaigns for advertisers and for publishers and consumers tooThis article was written by Tim Brown CEO of FiduciaPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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